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July 10, 2006
Get it Now: Video on Your Intranet
Audiences are entranced by moving pictures, making video a great way to capture attention on your intranet. Why is video so effective? People prefer to watch information rather than read it.
What's the benefit of using video on the intranet? Ask Cisco Systems, which added streaming video to its media relations web site, initially targeting journalists and analysts with videos on product launches and executive speeches. When communicators realized employees were watching, too, they added more video, and saw viewership grow by 650%, according to CNET.com.
So if you're ready to roll, here are some tips for using video on your intranet:
1. Revisit best practices….
Of course, you already know that video needs to be brief and focused, to be effective, but in case you need a refresher:
- Cover high-level information. Video is best used to communicate strategic messages, not detailed material.
- Keep it short. One minute is a great length, two at the most. Five minutes is an eternity. If you keep the information high level, brevity will be easy.
- Mix it up. Don't fall into the talking-heads trap. Use a combination of people talking to the camera, still images and existing video footage to keep your audience engaged.
- Partner with professionals. Many companies offer internal video services. If you don't have an internal partner, use a reputable external company.
2. …And incorporate new practices.
In addition to shooting your Town Hall sessions (figuratively speaking, of course), look for more content to keep your audience engaged.
- Instead of profiling your company in print, create a short video. TimeWarner did so for its corporate entity and each of its subsidiaries.
- Vlog. That's right: the weblog met video, and a vlog was born. Go to www.vlogdir.com to see some examples. Maybe one of your senior leaders could be an early vlog adopter.
- Bring the outside in. Remember to link to clips of your company's most recent TV ad campaign. Your employees will appreciate having access to the content. Some of our recent favorites include Apple and Volkswagen.
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